MUMBAI: US music broadcaster MTV is looking to bring in more interactivity for the 2007 MTV Video Music Awards.
From VMA.MTV.com to MTV Mobile on Sprint TV to the Virtual VMAs to MTV On Demand, MTV is setting a number of firsts - the first viewer-inspired remix; the first mobile simulcast of the VMAs; the first awards show ever recreated virtually, and the first nearly instantaneous VoD updates.Because the show airs just once in its original form on 9 September, what happens in Vegas really will stay in Vegas. MTV will air three remixes in the days following the live broadcast.
On 11 September MTV will present the Celebrity Commentary edition, featuring artists dishing about all the backstage gossip and their favorite moments from that night. The "Viewer`s Choice" remix - inspired by viewers who vote for their favoriteshow elements at VMA.MTV.com - will air on 13 September at 6 pm.
The third remix airing on 15 September will spotlight all the hot performances that aired during the live broadcast as well as extended and unaired performances from the Fantasy Suites and from VMA Weekend and the VMA pre-show.
In addition to the remixed versions of the shows, there are other things happening across MTV`s online, mobile, virtual and on-demand touchpoints for the VMA audience and fans.At VMA.MTV.com viewers can vote for Best New Artist of the year now and until just moments before the award is presented; enjoy behind-the-scenes coverage of photo shoots with artists like Rihanna, Chris Brown and Kanye West; check out the list of nominees, and follow all the celebrities blogging live from Las Vegas during VMA Weekend.
Immediately following the show, viewers can go to VMA.MTV.com to vote for their favorite performances, awards and moments - and ultimately inspire the Viewer`s Choice remix, which will air on MTV on 13 September.
VMA.MTV.com also will be home to never-before-seen performances from the Fantasy Suites throughout VMA Weekend and the show. Artists performing in the suites will be jamming for up to 90 minutes with friends and special guests, and the audience can vote online whether those performances make it into the "Viewer`s Choice" remix. A number of those performances also will make it into the all-music remix.
MTV Mobile: For the first time MTV Mobile will air a live simulcast of the main show on video-enabled Sprint Vision and Power Vision phones. Artists equipped with Sprint phones - such as Timbaland, Chris Brown, T-Pain, Lil` Mama, Boys Like Girls and even MTV`s famed Moonman - will be sending text messages so viewers can follow them throughout the weekend and during the show - and Twitter back.
Viewers simply text "Follow VMA" to 40404 to stay connected to the VMA performers and nominees. Viewers can also help determine the "Best New Artist" award minutes before it`s presented by texting "VMA" to 23882. And MTV Mobile will feature music videos from nominated artists, clips of VMA Weekend performances, MTV News reports, red-carpet highlights, show performances and post-show clips.